Gap is discontinuing its retail media business

One year after its release, gap He decided to quit his job retail mediaAnd GPS modes, with the aim of focusing and investing in its B2B logistics and personal apparel. This was confirmed by a company spokesperson Business interested: «Retail Media has been part of the company’s test-and-learn culture.”.

«Our B2B team focuses on companies with the strongest demand and greatest momentum. At this time, these include GPS platform serviceswhich provides warehousing and logistics as a service, and GPS clothingwhich develops custom unified software for global brandsexplained the speaker.Both leverage Gap’s supply chain, technical and digital capabilities, as well as customer insights. Although we’re still in the early stages, we’re excited about its prospects.said the speaker.

After knowing the decision of GAP, Lindell Bennett, Chief Revenue Officer, Cooler Screens Retail Media Network Providerbelieves that gap Face ‘big challenges’ To compete for retail media dollars in an increasingly crowded field. “First of all, they only sell their own brands; second, the biggest players in Retail Media (Amazon and Walmart) sell in multiple categories and have more range online. Third, I don’t know what assets Gap has to differentiate itself. Is it Your audience? Is it data? »recoil Bennettwhile emphasizing that “It was challenging to see how brands could use Gap to amplify their message or grow their audience.”on condition “Gap is about Gap, not about other brands”.

according to E-Marketing he Retail media spending will increase by 31.4% this year 2023to reach $61,150 million, which is about 20% of the investment in digital advertising.

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gap It has seen a complex 2022 with losses and a sharp decline in sales. As part of its efforts to build the business and improve its profitability, in November last year, gap about an alliance with Amazon to distribute their groups through Amazon fashion In the United States and Canada with the aim of increasing its reach and speed of delivery. deal, and The first between the two companiesincluding selling basic products, t-shirts, pants, and pajamas, for both adults and children Gap Baby line distributionFashion and baby care products.

Aileen Morales

"Beer nerd. Food fanatic. Alcohol scholar. Tv practitioner. Writer. Troublemaker. Falls down a lot."

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